FACTORS INFLUENCING CUSTOMER’S USAGE INTENTION TOWARDS FOOD DELIVERY APPS IN GOA: AN EMPIRICAL STUDY WITH REFERENCE TO THE COVID-19 PANDEMIC
The emergence of food delivery apps has changed the way the restaurant industry functioned traditionally. The aim of the study was to determine and analyze the factors affecting customers’ usage intention towards food delivery apps in Goa with reference to the Covid-19 pandemic. The study encompasses the factors that influence the usage intention of consumers in the state of North Goa. A total of 232 valid questionnaires were collected using convenience sampling and empirically tested. During the study, the leading food delivery service providers in Goa were Swiggy and Zomato. This study seeks insights from The Technology Acceptance Model, The Unified Theory of Acceptance and Use of Technology Model andThe Health Belief Model which have been extended with several factors to determine and analyze their influence on consumer usage intention. From the results, it was found that the factors that influence Goan customers the most are Trust, Time-Saving Benefits and Price-Saving Benefits whereas Food Safety Risk Perception and Perceived Vulnerability have a trivial influence on the same. Food delivery service apps have attracted an immense volume of customers due to the various benefits offered, like the availability of an array of food choices, doorstep delivery, shorter wait times etc. Therefore, it definitely has been a boon for consumers, especially during the Covid-19 pandemic.
Food Delivery App, Covid-19, Usage intention, Health Belief Model, Food Delivery Service